Tag shopper experience

Is Your Brand Delivering Uniqueness?

For passionate runners, New Balance makes some of the best, ergonomically designed performance footwear in the world. However their distribution channels and retailers are the same as all other running shoe/performance brands.

However, in their flagship NYC door, they chose to forsake retail productivity in their very expensive real estate, and instead invest in a true brand statement.

This shopper experience is all about customization and interactive theater… New Balance loyalists can come into the store and work with the sales associates to craft custom made product exactly to their specifications… and they will be the only ones to have that combination.

Custom product is not new I. sporting goods, but the way that New Balance has invested in this shopper experience ‘factory’ is a step change.

Is your brand developing in-store theater and interactivity? How are you creating brand uniqueness and loyalty?

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